During eTail Germany 2016, Appboy CRO, Myles Kleeger, shared best practices for mobile acquisition, retention, and monetization alongside Delivery Hero's Senior CRM Tech Lead, Meike Maryska.

1. MEIKE MARYSKA, CRM TECH LEAD, DELIVERY HERO
MYLES KLEEGER, CRO, APPBOY
A CASE STUDY IN MOBILE GROWTH:
BEST PRACTICES FOR
ACQUISITION, RETENTION,
MONETIZATION

2. S T R I C T LY C O N F I D E N T I A L / 2
INTRODUCTIONS
MEIKE MARYSKA
SENIOR CRM TECH LEAD,
DELIVERY HERO
MYLES KLEEGER
CRO,
APPBOY

3. S T R I C T LY C O N F I D E N T I A L / 3
DELIVERY HERO TKTKT
Operating in 34 markets across FIVE continents
with 2,500 employees
THE EASIEST
WAY TO YOUR
FAVOURITE FOOD
Founded in May 2011
The largest food network in the world with more than
200,000 participating restaurants
Global leader in the space with 12 million orders
processed each month

4. S T R I C T LY C O N F I D E N T I A L / 4
MESSAGES/MO. EVENTS/MO.
Founded in 2011
100+ employees and growing
Offices in NYC,SF and LONDON
MAU/MO.
400 +
APPBOY - THE LEADING CUSTOMER RELATIONSHIP SUITE FOR MOBILE-FIRST MARKETERS
M 2 +B 100 +B

5. S T R I C T LY C O N F I D E N T I A L / 5TV
INTELLIGENT CRM
FOR OUR MOBILE-
CENTRIC WORLD
WEARABLES
PUSH
NOTIFICATIONS
IN-APP/
BROWSER
MESSAGES
FACEBOOK
MOBILE/DESKTOP WEB
NEWS FEED CARDS
TV
EMAILS

6. S T R I C T LY C O N F I D E N T I A L / 6
WE EMPOWER BRANDS TO BUILD
LONG-TERM RELATIONSHIPS
WITH THEIR CUSTOMERS

7. S T R I C T LY C O N F I D E N T I A L / 7
SOURCE: FIKSU, DECEMBER 2015, ANDROID
€3,03COST PER INSTALL

8. S T R I C T LY C O N F I D E N T I A L / 8
MOST OF YOU
WILL ONLY
RETAIN BETWEEN
10-20%
OF YOUR
CUSTOMERS.
0
25
50
75
100
0 1 3 7 14 30 60 90
NEXT 5000
APPS
DAYS SINCE APP INSTALL
SOURCE: QUETTRA VIA ANDREW CHEN
NEXT 100
APPS
NEXT 50
APPS
TOP 10
APPS

9. S T R I C T LY C O N F I D E N T I A L / 9
SOURCE: APPBOY ANALYSIS
€14to€30EFFECTIVE COST PER ENGAGED CUSTOMER

10. S T R I C T LY C O N F I D E N T I A L / 1 0
SO, HOW DO YOU INCREASE RETENTION AND
GROWTH IN THIS COMPLEX LANDSCAPE?

11. S T R I C T LY C O N F I D E N T I A L / 1 1
HERE ARE FIVE COLLECTIVE LEARNINGS FOR
HOWTO INCREASE RETENTION + GROWTH.

12. S T R I C T LY C O N F I D E N T I A L / 1 2
01: ONBOARDING IS ESSENTIAL.

13. S T R I C T LY C O N F I D E N T I A L /
BUILD VALUE BY EDUCATING NEW CUSTOMERS FROM THE START.
1 3

14. S T R I C T LY C O N F I D E N T I A L / 1 4
PUSH NOTIFICATIONS
ARE A MOBILE MARKETER’S
BEST FRIEND.
Apps that implement push see a
71% increase in two-month retention
SOURCE: APPBOY PROPRIETARY DATA: *PURCHASES, CUSTOM EVENTS, APP USAGE

15. S T R I C T LY C O N F I D E N T I A L /
PUSH OPT-IN RATES (IOS)
B2B + FINANCE
26%
RETAIL + COMMERCE
37%
UTILITY
40%
MEDIA + ENTERTAINMENT
46%
MEDICAL + HEALTH + FITNESS
54%
TRAVEL + TRANSPORTATION
50%
GAMING
32%
SOCIAL + MESSAGING
38%
FOOD + BEVERAGE
47%
EDUCATION
32%
1 5
IOS PUSH NOTIFICATION OPT-IN RATES ARE LOWER THAN YOU THINK.
SOURCE: APPBOY PROPRIETARY DATA

16. S T R I C T LY C O N F I D E N T I A L /
PUSH OPT-IN RATES (ANDROID)
SOURCE: APPBOY PROPRIETARY DATA
52%61% 51% 52% 66%
65% 57% 66% 53% 71%
B2B + FINANCE RETAIL + COMMERCE UTILITY MEDIA + ENTERTAINMENT MEDICAL + HEALTH + FITNESS
TRAVEL + TRANSPORTATION GAMING SOCIAL + MESSAGING FOOD + BEVERAGE EDUCATION
1 6
SIMILARLY, CUSTOMERS ALSO OPT-OUT OF ANDROID PUSH.

17. S T R I C T LY C O N F I D E N T I A L /
BOOST OPT-IN RATES WITH PROPER PRIMING.
1 7

18. S T R I C T LY C O N F I D E N T I A L / 1 8
PUSH GENERAL WELCOME PUSH WELCOME AFTER FIRST ORDER
TO EARN TRUST, DELIVERY HERO FOCUSES ON BUILDING AN EXPECTED RAPPORT.

19. S T R I C T LY C O N F I D E N T I A L / 1 9
02: LEVERAGE MULTIPLE CHANNELS.

20. S T R I C T LY C O N F I D E N T I A L / 2 0
PUSH
NEWS FEED CARDS IN-APP
EMAIL
USE MORE THAN ONE
CHANNEL TOGETHER,
AND INCREASE
CONVERSIONS BY
2.2X

21. S T R I C T LY C O N F I D E N T I A L / 2 1
BE SURE TO
MATCH EACH
MESSAGE TO
THE MEDIUM.
SIMPLE
CONTENT
RICH
CONTENT
HIGH URGENCY
LOW URGENCY
PUSH EMAIL
IN-APP/BROWSER
NOTIFICATIONS
NEWS FEED

22. S T R I C T LY C O N F I D E N T I A L / 22
PUSH
NEWS FEED HIGHLIGHTS
NEW RESTAURANTS
IN-APP MESSAGE PROMPTS
USERS TO RATE ORDERS
2X UPLIFT
WHEN USING
MULTIPLE CHANNELS
IN TANDEM.
DELIVERY HERO SEES A

23. S T R I C T LY C O N F I D E N T I A L / 2 3
DELIVERY HERO CAPTURES THE STRENGTH OF EACH CHANNEL WITH SYNCED MESSAGES.
PUSH MESSAGE WITH DEEPLINK IN-APP MESSAGE

24. S T R I C T LY C O N F I D E N T I A L / 2 4
03: GET CREATIVE WITH ENGAGEMENT EFFORTS

25. S T R I C T LY C O N F I D E N T I A L / 2 5
ADDING AN IMAGE
TO YOUR MESSAGES
RESULTS IN A
57% UPLIFT IN
CONVERSIONS.
SOURCE: APPBOY PROPRIETARY DATA: *PURCHASES, CUSTOM EVENTS, APP USAGE

26. S T R I C T LY C O N F I D E N T I A L / 2 6
WHEN USING
PERSONALIZATION,
CONVERSION RATES
ARE 3X HIGHER.

27. S T R I C T LY C O N F I D E N T I A L / 2 7
WE CREATE CONTEXTUAL RELEVANCE WITH LOCALIZATION AND PUBLIC APIS.
GERMANY
COLOMBIA
KUWAITKOREA
LATIN AMERICA

28. S T R I C T LY C O N F I D E N T I A L / 2 8
04: START EXPERIMENTING, ITERATE QUICKLY.

29. S T R I C T LY C O N F I D E N T I A L /
CUSTOMERS WHO TEST, INCREASE THEIR CONVERSION RATES BY 40%.
2 9
VARIANT 1 VARIANT 2 VARIANT 3

30. S T R I C T LY C O N F I D E N T I A L / 3 0
68% OF CARTS
ARE ABANDONED
WITHOUT THE
CUSTOMER
COMPLETING A
PURCHASE.
Drive monetization with targeted
incentives and reminders.
SOURCE: ECONSULTANCY

31. S T R I C T LY C O N F I D E N T I A L /
WHEN WE TEST, WE SEE HIGHER RESULTS.
3 1
VARIANT A - ABANDON CART VARIANT B - ABANDON CART
PROJECTED WINNER
25%
HIGHER
OPEN RATE

32. S T R I C T LY C O N F I D E N T I A L / 3 2
WE OPTIMIZE TIME TO INFLUENCE CUSTOMERS WITH ABANDONED CART CAMPAIGNS.
8-30M
WINDOW OF TIME
20X
UPLIFT IN AVG
CONVERSION RATES

33. S T R I C T LY C O N F I D E N T I A L / 3 3
05: BE YOUR CUSTOMERS’ RITUAL

34. S T R I C T LY C O N F I D E N T I A L / 3 4
PEOPLE ARE
CREATURES OF HABIT.
CONSISTENT
ENGAGEMENT IS KEY
TO A HEALTHY
RELATIONSHIP.
S T R I C T LY C O N F I D E N T I A L /

35. S T R I C T LY C O N F I D E N T I A L / 3 5
ONLY 55% OF
YOUR CUSTOMERS
WILL RETURN IN
THE NEXT THREE
MONTHS.
S T R I C T LY C O N F I D E N T I A L /

36. S T R I C T LY C O N F I D E N T I A L / 3 6
IF YOU IGNORE THE
RELATIONSHIP IN
THE FIRST MONTH,
RETENTION DROPS
TO 23%.
S T R I C T LY C O N F I D E N T I A L /

37. S T R I C T LY C O N F I D E N T I A L / 3 7
ALTERNATIVELY, IF YOU
CONSISTENTLY INVEST IN
THE RELATIONSHIP,
RETENTION RISES TO 90%.
S T R I C T LY C O N F I D E N T I A L /

38. S T R I C T LY C O N F I D E N T I A L / 3 8
NEWS FEED FOR LOYALTY PROGRAM PROGRESSION
FIND KEY MOMENTS TO INCENTIVIZE CUSTOMERS THROUGH LOYALTY.

39. S T R I C T LY C O N F I D E N T I A L / 3 9
KEYTAKEAWAYS

40. S T R I C T LY C O N F I D E N T I A L / 4 0
1 / ONBOARDING IS ESSENTIAL
2 / LEVERAGE MULTIPLE CHANNELS
3 / GET CREATIVE WITH ENGAGEMENT EFFORTS
4 / START EXPERIMENTING, ITERATE QUICKLY
5 / BE YOUR CUSTOMERS’ RITUAL

41. S T R I C T LY C O N F I D E N T I A L / 4 1
THANKYOU
MARKETING@APPBOY.COM@APPBOYAPPBOY BUSINESS INTELLIGENCE / /